2013 Edelman Global Entertainment Study - Brazil


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Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. Now in its seventh year, the study, co-commissioned by Edelman and MATTER and fielded by Edelman Berland, has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey. Here you will find the results focused on the Brazilian market.

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  • The notion of a “captive audience” is redefined (slide 5 from DRAFT 5 1 13 545)
  • Emerging markets are especially engaged (slide 6)In the old days of three TV channels, people were “captive” audiences because they had no alternative.  Today, when people really love entertainment content, that content holds them for much more time and across multiple devices and platforms.   So that “captivity” is less limited and less physical ….and it’s more emotionally salient as well.  As such, it means much more – a value that can and should be monetized for those who create entertainment content and those who advertise against entertainment content.-Globally, 88% are likely – and 49% are very likely – to watch more than one television episode in one sitting – with this behavior especially noticeable in some developing countries.  -73% want new ways to interact with entertainment; 70% to access additional online content related to entertainment; 65% to interact in real time with what is being watched; 63% to use social networks to interact with talent from the entertainment.
  • Seven in ten enhance their entertainment by simultaneously using another device (slide 7)-While consuming entertainment content, 70% of all surveyed are likely to enhance their experience by using at least one other device simultaneously.   
  • Online entertainment creates global connection (slide 8)About 2/3 of all people surveyed feel that watching and sharing entertainment online has increased their sense of global connection.  This stayed consistent throughout the myriad ways we asked that question. In the past year, more than half (53%) of those surveyed have seen/heard entertainment in a language they do not speak.  There were some pretty strong regional differences here – which will make for interesting headlines in mass/mainstream globally read pubs as well as local/regional ones in each country.
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  • People are so passionate about entertainment content that they socialize about it as much as they do about their own lives.In Brazil, the movement of social ascension has been stimulating a kind of “self-discovery”. People are more likely to share content about themselves, exposing their lives more than ever, as they get access to things that were not available to prior generations, such as technology etc. Entertainment comes in second place – and this category of content is pretty much connected to the “self” in terms of expression, catharsis, pleasure/leisure – the emotional salience is the main point here.Globally, this is on the top, but this movement is less intense. 8095ers and emerging markets are leading this trend.TOTALYour Friends 76%Entertainment 76%Yourself 75%Your Family 67%National/World News 65%Local/Regional News 64%US/UKYour Friends 61%Entertainment 58%Yourself 66%Your Family 58%National/World News 47%Local/Regional News 47%GERMANYYour Friends 68%Entertainment 71%Yourself 57%Your Family 50%National/World News 59%Local/Regional News 57%EMERGINGYour Friends 84%Entertainment 83%Yourself 82%Your Family 74%National/World News 73%Local/Regional News 73% 
  • People are more likely to share entertainment content they love than content they hate (slide 11)Consumers are most motivated to share entertainment content if they really love something, feel it would be useful to friends, family or people they know in real life, or have something interesting or funny to say.In Brazil, people are very open to share what matters for them – so, brands face a real challenge to be relevant. Useful contents shared in Brazil: tutorials,infographics, relevant news.Lovely contents: emotional appeal – pictures, videosInteresting: curious news, statisticsFunny: videos in first place - Porta dos Fundos: humoristic group that is a great phenomenon with short videos launched regularly – with a big sense of humor, even talking about brands. They were born on the web and don’t express interest to go to traditional media. It’s difficult for them to have a video with less than 1 million views. Some productions have reached more than 10 million.Feel it would be something useful to friends, family or people you know in real lifeTOTAL 77%US/UK 66%GERMANY 70%EMERGING 83%Really love somethingTotal 77%US/UK 67%GERMANY67%EMERGING 83%Have something interesting to sayTotal 77%US/UK 65%Germany 66%Emerging83%Have something funny to sayTotal 75%US/UK: 64%Germany: 63%Emerging: 82%
  • Globally, people are also five times more likely to share joy than negativity (20% - 5%)
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  • Television is still the device of choice for consuming entertainment; laptops and mobile are gaining ground. The leading player in Brazil isGlobo TV, which leads the market for decades and with its wide coverage, has massive audience levels. However, the audience of programs have gradually decreased, though the use of products/contents with originon TV has increased on other platforms.TV and the internet are great sources of content when it comes to entertainment. The democratization of tablets and smartphones is still in process in Brazil, so there is a preference for the transmission quality of the content in terms of image and sound. The main internet portal in Brazil, for example, has just 8% of its traffic coming from mobile devices. Almost every brazilian has a mobile device, but the connection infrastructure is poor. Internet penetration has already reached 64% in Colombia, 52% in Peru and 50% in Ecuador. In Brazil, this media reaches 56% of the population, which represents a growth of 115% since 2003. These data are part of the study Conectmedia developed for the area of ​​learning & insights, the IBOPE Media.The survey shows that the internet and new platforms are contributing to the consumption of other media. "Concurrency and convergence are key words in the new media context in which the media are consumed in various forms and combinations," explains Juliana Sawaia, area manager learning & insights and responsible for the study. The content has assumed the role of the protagonist and the media are consumed both in traditional form and in digital form. This composition entitled “Tradigital”, tends to grow in coming years. In this scenario, the consumption of the media occurs in three ways: only traditional digital-only (online) and traditional + digital (online). In Brazil, 55% of the population is to use two or more devices/media platforms simultaneously. Among them, which is more consumer television is simultaneously consumed with the internet (30%). "As far as convergence are driven by the simultaneous democratization of tablets, smartphones and other devices with Internet access," says Juliana Sawaia. According to the study Conectmedia, the main motivator is the connection of social interaction.
  • Brazilians have invideos online a great source of entertainment. The diversity of production beyond the standards of the TV, for example, is one factor that drives this consumption. The brands also tend to risk more on the Internet than in traditional media.Emphasizing relevance of video games in Brazil. We have a legion of fans/addicted youngers here. Transmedia stories which integrate games and TV, for example, are a strong point.A survey made in 2012 by InsideComm reveals that 58% of Brazilians who play video games, or more than half are located in southeastern Brazil, concentrated in just 4 states: São Paulo, leading with 64%, Rio de Janeiro, Minas Gerais and Espirito Santo. Considering the universe of Brazilians who play video games, 51.59% have or are over 19 years of age and are unmarried.
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  • Personal recommendations are the top influencer of entertainment consumption (slide 23)Good to remember that, according to Trust Barometer and 8095, the peers are the most credible source to build an opinion about a brand – the same happens with entertainment.
  • Brands are as influential as professional critics in driving entertainment spending (slide 24)
  • US entertainment spending drivers remain steady (slide 26)
  • US entertainment spending drivers remain steady (slide 27)
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